Social Media Marketing | Cutting through the hype & getting to the value

Social Media Marketing

Cutting through the hype and getting to the value

Gail Goodman, CEOTwitter: @Gail_Goodman#CTCTSocial

Copyright © 2010 Constant Contact, Inc.

Introduction to Constant Contact

■ Constant Contact helps small organizations grow their customer relationships using

■ Permission-based email marketing

■ Social media marketing

■ Event marketing

■ Online surveys

■ Over 372,000 email marketing customers

■ Easy, effective and affordable

3Copyright © 2010 Constant Contact, Inc.

Large and Diverse Customer Base

1

2 to 4

5 to 9

10 to 24

25 to 49

50 and up

Customer Type (Approximate)

Number of Employees (Approximate)

Over 372,000 Customers

40%

40%

20%

Business to BusinessBusiness to ConsumerNonprofits and Associations

35%

15%

70%

7%

20%

15%

8%

*Data is approximate, based on matching a percentage of our customers to a commercial database 4Copyright © 2010 Constant Contact, Inc.

The Constant Contact Mission Statement

We help small businesses and organizations grow customer relationships and succeed by delivering professional, easy-to-use services and coaching at a reasonable cost.


Staying Connected to Customers

■ The value of Email Marketing■ Drives repeat sales and customer referrals

■ Keeps you in front of your best audience – people who know you

■ The value of Social Media Marketing■ Leverage the power of social networks to

acquire new customers and drive repeat sales

■ Increased reach with endorsement

■ The value of Event Marketing■ Drives increased event attendance

■ Saves time and money; simplify event hosting

■ The value of Survey■ Understand your customers and members

better

■ Makes communications more relevant and targeted 6Copyright © 2010 Constant Contact, Inc.

Rapid, Consistent & Highly Visible Growth

Monthly Revenue (2004 – Q1 2010)

Note: monthly numbers unaudited


The What and Why of Social Media Marketing


Social Media Marketing is…

■ Building your social network fans, followers, and connections, using

■ Relevant and interesting content that allows you to

■ Reach and engage more people and

■ Drive more business.


Why Not to Dismiss Social Media

Today’s influencers have changed• It’s now you or me

It’s Social Word-of-Mouth• It’s easy to share and forward

messages• Reach more people, quickly• Positive endorsements help your

brand• Negative feedback hurts your brand

Fans and Followers can become brand ambassadors, endorsing YOU• Build long-lasting, positive buzz• Reach with endorsement 10Copyright © 2010 Constant Contact, Inc.

Consumers are Using Opinions and Endorsements

51% of the U.S. sample of the survey had purchased a product based on an online recommendation, while 33% had recommended a product through a blog or an online review.


Social Media Reaches All Audiences …

Demographics have expanded■ No longer just Millennials

(1983-1995)■ Baby Boomers & Matures

fastest growth rate

Social Media has influenced the purchase process■ Created awareness of

products and services■ Generated 3rd party

endorsements■ Resulted in product

purchase

Half of online adults now belong to a social networks like Facebook and LinkedIn, a 46% growth rate year-over-year. –Interactive Marketing Accessible Innovation, Forrester Research


… And All Industries

Non-profits■ 74% Non-profits maintain a presence on Facebook;

Associations 55%.-Nonprofit Social Network Survey Report, 2009

Business to Business and Business to Consumer■ 57% are using Social Networks; 60% of these are using

Facebook■ Goals: 51% for Branding; 30% for demand generation - BtoB Magazine 2009


Breathing Time Yoga – Integrated Campaign


A Quick Guide & Doing It Well

- Best Practices for Social Media Marketing -


Social Media Marketing Extends Your Reach

You can grow your business using social word of mouth.

You can build a targeted following that cares about your business (we will explain how shortly)

You can get them to share your content and their point of view about your business or organization

You can reach your customers’ combined networks using their influence and endorsement


The Steps to Social Media Marketing Success

Get started with the basics

1. Create a presence where your audience is (or more than one!)

2. Post starter content: populate your profiles 3. Monitor others like you, keywords, competitors,

etc. and observe trends

4. Post more content that inspires sharing 5. Measure results: your networks’ growth

Repeat steps 3-5 and continuously build your network


Creating a Presence

Look good! Be polished and professional

Complete your business profile■ Description■ Contact information■ Website URL■ Join My Mailing List

Brand your presence■ Logo, pictures,

background

Add starter content18Copyright © 2010 Constant Contact, Inc.

Doing it Right: Focus your Presence

■ Make your social presence a reflection of your business / organization. Don’t blur personal and professional use.

■ Be transparent. New users should immediately identify what you do.

■ “Stick to Your Knitting.” Deliberately choose your expertise and areas of engagement.

■ Put the social in the media. Be broad and informal… and have fun!


Starter Content

Starter content can include:

Information, tips, and practical advice

Links to:■ Archived Email Marketing newsletters■ Polls and Surveys■ Event Homepages and registration pages■ Blogs (yours and others’)■ Websites (yours, and others in your area of expertise)■ Product or service reviews■ Thought-provoking discussions that inspires debate and

dialogue■ Rich media: relevant videos, photos, podcasts


Building Your Network

Use a variety of ways:1. Send an invitation to your Email

List2. Add interactive Social Icons to

Your■ Website■ Email Campaigns (in a sidebar,

in the footer)■ Outgoing Email Signature■ Business Card■ Printed Collateral: mailers,

flyers, invoices, etc.

3. Put a sign in your storefront window

4. Add a message to your voicemail

5. Include a note on Point of Sale receipts and house coupons

Be creative and visible everywhere your customers are!


How Social Networks Grow

Social networks build over time in many ways. For example:

1. You write content that gets shared; your followers’ followers notice and decide to follow you;

2. You follow people and they follow you back;

3. You retweet (RT) or repost others’ content; their followers notice and follow you;

4. Your customers comment (this is powerful!). Their networks notice and connect with you;

5. You participate in discussion groups, social networks, blogs, etc. and other people join the conversation and join your network… 22Copyright © 2010 Constant Contact, Inc.

Be Active!

Content and participation are the keys tobuilding and engaging your network

Methods of engagement include:■ Write/Share quality, relevant content daily (you’ll find your

customers’ rhythm!)

■ Retweet or repost the content of others

■ Engage in discussions that are relevant to your business

■ Comment, comment, comment!

■ Respond and reply (good and bad reviews and comments)

■ Cultivate a social style: use a unique voice

■ Post a variety of media types: text-based questions, photos, videos, online polls, links including visual thumbnail images, etc.


Comprehensive Monitoring is Key

Why is monitoring is essential? You can:

■ Save time and effort!

■ Jump on relevant discussions and topics

■ Respond in a timely way to opportunities

■ Repost interesting content

■ Find people and businesses to add to your network who may have content to “share-and-share-alike”

■ Respond appropriately to both positive and negative comments


Monitoring: What should I monitor?

Monitor the activity on all your social networks, including:

Your Brand. Think about all its possible spellings / configurationsFor example:

■ Far And Away Bicycles, Far&Away, Bicycles, Bikes, etc.

Your competitors. Spot successful tactics being used by others in your industry (and the not-so-successful!) For example:

■ Does the pizzeria down the street tweet daily?■ Do the other consultants in your network have LinkedIn profiles?

Categories, topics, and keywords of your business. For example:■ Pets, Dog Day Care, Cat, Dog, Petsitting, Animals, Rescue etc.

The experts and influencers in your business


Monitoring: How should I monitor?

Monitoring Tools include:

■ NutshellMail: You receive a email digest of all network updates, at a time convenient to you

■ Google Alerts■ RSS feeds

(Readers)

Twitter Aggregation Tools■ Tweetdeck■ HootSuite


Example Monitoring Activity:The Whole Bead Company

Join groups on LinkedIn

Welcome new friends

Tweet & Retweet timely news


Content is King!

Content is the feeder of social networks

■ The best content inspires sharing:a word of advice or one sentence goes a long way!

■ Original, personalized content is important (but you don’t need too much)

■ Less is more! Short content is best, one idea at a time. You can always share links to more…


Be the Expert

Focus on the content - share knowledge so people care■ It’s not about you■ It’s about what you know

Trade useful information for attention■ Will they talk about it when out with

friends?■ Will they look forward to your next

communication?■ Will they be inspired to

share/tweet/comment on this information?

Inspire trust by filtering the noise■ Be an expert■ Clearly convey your area of expertise

and mission: use the 90/10 rule of thumb!


Five Simple Ideas for Social Media Content

Need inspiration for Facebook, Twitter and LinkedIn updates?

1. Share current and relevant information that leaves them wanting more

2. Share helpful hints and tips to build trust

3. Answer questions without selling

4. Have insight/opinions

5. Stay focused on keywords/SEO

Always provide value.


Social Media Content Don’ts

What NOT to include in your Facebook, Twitter, and LinkedIn updates■ Don’t pitch ■ Don’t overtly self-promote■ Don’t offer incentives to get

reviews or sharing ■ Don’t stray from your areas of

business into:■ Personal information, politics.

sports, religion etc.

Always provide value.

Remember why your network is following you: be the expert.


Reuse, Reuse, Reuse

A little content can go a long way!

1. After an email, post a link to it on whatever social media site(s) you use.

2. Use your blog posts as content in your email newsletter.

3. Turn customer comments and questions (and your replies) on social media sites into newsletter content. Just ask for permission before doing so.

4. Repost comments and questions (and your replies) from one social media site on another.


Reuse, Reuse, Reuse (cont.)

5. Find an interesting article that ran elsewhere? Share a link to it on your social media page, or in your newsletter. Make it even more compelling by sharing your quick thoughts on why you find it interesting.

6. Break your newsletter articles into separate tweets (i.e., separate out the “tips” into 140-character snippets).

7. Link to a specific page of your website that isn’t getting as much traffic as you’d like it to.


Content Reuse: Focus HR


Content that Spreads

How to make your content viral

Add interactivity■ Share bar■ Like button■ Comments

Ask your network to share■ Start the dialogue■ Ask Questions■ Make open-ended statements that illicit opinions■ Bring up controversial issues in your industry

Use varied media types■ A mixture of photos, videos, text-based comments, and links

will hold audience interest

Watch what engages your audience… every audience is different


Do It Daily

Do you need to spend a lot of time doing social media?

Good Advice from Gail Goodman, CEO of Constant Contact: “Keep your time spent in check; doing social media right does not

mean doing it a lot.”

■ It is important to stay active! 15 minutes a day, 3 times a week is more than most small businesses.

■ If you tweet too frequently; people might not think you are serious about your business.

“76% of marketers are spending at least 4 hours each week on their social marketing efforts. Just starting out median weekly time is 1 hour; just a few months into it the median is 10 hours.”

“After a few months with a few as 6 hours per week, half the marketers have generated qualified leads with social media marketing.”

- Social Media Marketing Industry Report 201036Copyright © 2010 Constant Contact, Inc.

Converting your Network into Customers

■ Start by engaging your loyal Fans and get them to create buzz

■ Always provide a means for fans to Join your Mailing List

■ Maintain momentum with ongoing, scheduled email and social communications that lead back to your website, Facebook page, JMML page, archived email campaigns, etc.

■ The more engaging the conversation the more likely their connections will engage


Measuring the Impact of Social Media

What you can measure today…(You gotta have faith!)

■ Growth in your network, i.e.■ Number of new fans, friends, connections, followers■ Email List Growth, i.e., # of new subscribers■ Email Campaign Click-Through, Open Rates

■ Number of mentions

■ Number of retweets

■ Number of reviews (positive and negative)

■ Number of customers who have utilized social promotions

■ Number of questions answered by your network

■ Aggregate ratings scores

■ SEO (Search Engine Optimization) rankings


Measuring the Impact of Social Media

What the industry is working on:

1. Site Traffic

2. Customer Interaction

3. Sales

4. Leads

5. Search marketing

6. Brand metrics

7. PR

8. Customer engagement

9. Retention

10. Profits


Social Media Success for Small Business

73.8% of marketers who have been using social media for years reporting it has helped them close business. –Social Media Marketing Industry Report 2010

■ B to B achieve “closing business” 51.3%■ B to C achieve “closing business” 44.9%

Measurement tools are still maturing■ Do you measure the engagement of your online customers? 55% no; 45% yes ■ How do you measure engagement?

■ 62% Customer feedback scores, ■ Customer satisfaction scores, ■ Net Promoter scores- Forester Research

Test to learn what works■ Set up specific campaigns to track social media programs that drive to your

website-Google analytics■ How many have read your blog?■ Watch how many clicking on the social media icons in your own emails■ Encourage and track how many people are joining your list from social media■ Monitor Twitter for mentions and Retweets; Reward those persuaders

Focus on social media that gets you results. 40Copyright © 2010 Constant Contact, Inc.

Summary

The time to get started is now!

1. Set up your presence(s) 2. Populate with some starter content 3. Practice monitoring 4. Begin building your social network! 5. Participate with content, comments and responses

Your “Constant” Social Hashtag#ctctsocial


Constant Contact is Your Partner for Social Media Marketing


Constant Contact and Social Media Marketing

What Are We Doing?

Best Practices & Education

• Website

• Webinars

• Seminars

• Blog

• #CTCTSocial

Integrate Social Media in Email Marketing

• Share campaigns and content across networks

• Build lists, fans and followers everywhere

• Cross-promote channels everywhere

Tools for Social Media Marketing

• Monitoring with NutshellMail today

• …and an integrated Social Media Marketing suite tomorrow


Best Practices & Education

Website

Webinars

Guides

Live Seminars

Podcasts

Constant Commentary Blog

Facebook.com/ConstantContact

Twitter.com/ConstantContact (Official Hashtag #CTCTSocial)


Ready… set… SOCIAL!We’ve ramped up our development ofsocial features. Let’s take a look!


“Share” button for archived emails

First Feature: Fall 2009


Tweet this Event, Survey, & Poll

Tweet this… Spring 2010


Add your follow buttons!


Ask people to join your list on social networks

Copyright © 2010 Constant Contact, Inc. 49

July 19, 2010

Our biggest social media release… andwe’re keeping those features coming!


Your Events Go Viral


Auto-Tweet those emails!


Keep on sharing…


Your newsletters go viral!

Automatically added to all emails that you choose to Tweet and Share


Tools for Social Media Marketing

Monitoring with NutshellMail today

Integrated Social Media Marketing Suite tomorrow


You’re going to love our next set of updates…

■ More share options to include in your emails (Like button, share links)

■ Reports!

■ Share on multiple accounts with one click

■ Support for Facebook Pages

So what’s next?


What should you do now?

Get your clients/membersusing our great social media features

Start listening to your passionate customers

Learn more about usingemail marketing andsocial media together

■ Look for free seminars and webinars in your community and online to learn more about how to use email marketing and social media marketing together

■ Constant Contact will continue teaching small businesses how to save time with email marketing and social media

■ Visit the free Constant Contact social media page www.constantcontact.com/socialmedia

Next 60 days

■ More share options to include in your emails (Like button, share links)

■ Reports!

■ Share on multiple accounts with one click

■ Support for Facebook Pages

Near future

■ Sign up for a free NutshellMail account at www.nutshellmail.com

■ Use email newsletters to encourage your passionate customers to talk about you on Facebook and Twitter

■ Enable the discussions with your “superfans”

Today

1 2 3


http://www.constantcontact.com/socialmedia

http://www.constantcontact.com/socialmedia

http://www.nutshellmail.com/

Questions?
